The Black Eyed Peas have transformed from a Los Angeles-based hip hop troupe to a global marketing juggernaut partnering with the likes of Apple, Samsung and BlackBerry. The traditional career trajectory for most musicians follows a path of greater CD/digital sales and larger concert venues.
Turning that concept on its head, The Black Eyed Peas represent a new breed of artist that doesn’t simply rely on album sales to generate income but instead creates endorsements, extension and corporate sponsorships. Utilizing E-Score Music we looked at what ingredients put the Black Eyed Peas on corporate America’s top playlist.
According to E-Score Music The Black Eyed Peas have an above average appeal across all key age demographics. Looking at artists with similar awareness, The Black Eyed Peas top-two box appeal among 18-25 year olds is 19 points above average (58% vs. 39%). Among the older age group 35-54, The Black Eyed Peas broad appeal tops the average by 8 points (56% vs. 48%, top-two box appeal). Among other recording artists with similar awareness, The Black Eyed Peas rank the highest in cool and in the top 10 in both unique and trend-setter.
What also makes The Black Eyed Peas unique is their ability to retain a band identity while generating recognition to individual band members. In an open-ended question asking to name members of The Black Eyed Peas; over 60% of respondents were able to name at least one member of the band.
Using E-Score Music we see that The Black Eyed Peas combine high awareness, broad appeal and positive perceptions. This mixture of traits has made them a success not only for themselves but for their sponsors as well.